Miller Lite Wants To Change Up Your Barbecue Routine With Beercoal
Is it really summer if you're not hosting or attending a barbecue? Whether you're grilling burgers, seafood, or veggies, few activities rival a good old-fashioned cookout. Miller Lite, however, has decided to take the experience to the next level by infusing your next barbecue with another summer staple: beer.
According to a press release, iconic beer brand Miller Lite is launching a new product just in time for summer — and it's not another beverage. Instead, the company is releasing "Miller Lite Beercoal," a charcoal infused with the flavors of Miller Lite beer.
Beer-flavored charcoal may sound like a strange mash-up, but it's not the first time companies have sought to elevate the standard briquettes with additional flavors. In March 2022, for example, Food & Wine reported that Kingsford was launching a line of spice-infused charcoal with flavors like cumin chili and basil, sage, and thyme.
How is Miller Lite Beercoal made?
Per the press release, real beer is used to enhance the charcoal. First, Miller Lite gets boiled down to a heavily-reduced syrup. This concentrated beer syrup is then used to coat the briquettes, which release the aromas and flavors of Miller Lite when burned.
According to Miller Lite's website, the Beercoal will launch on Tuesday, May 24, 2022 at 3:00 p.m. CST. Each four-pound unit has a suggested retail price of $11.99 plus shipping (while supplies last), added the release. There will be additional Beercoal drops on Miller Lite's site through May 27.
"Summer is also beer season, and as a light beer known for great taste, it only made sense to pair Miller Lite with the distinct and beloved flavor grilling offers," said the brand's marketing director, Anne Pando, per the news release. "We see Miller Lite Beercoal as the perfect way to kick-off a season-long celebration of beer, grilling, and hanging out with friends and family."